Last year’s Super Bowl drew 111.9 million viewers, making it the third highest watched broadcast in the history of American television. That’s a lot of eyes on a lot of screens across the country. With this in mind, it’s easy to understand why companies bend over backwards to book a commercial spot during the game.
But let’s be honest: The NFL sucks when it comes to marketing budgets. A single ad campaign will cost you millions of dollars, with a 30 second ad costing $5 million in 2017—that’s $166,667 per second! Needless to say, this figure is beyond the reach of many companies.
However, even if your brand can’t afford to spend the big bucks, you can still generate sales through unique marketing efforts, especially if you use a catchy domain name. So, let’s break down what makes a Super Bowl ad so successful and what you can do to emulate them.
Super Bowl Ads Evoke Emotion
If there’s one thing that ties all Super Bowl ads together, it’s that they evoke an emotional response. They make you laugh, they make you cry, they make you glow with joy or pride. Take the 2017 Budweiser commercial “Born the Hard Way”, for example. It tells the story of the founder, featuring images of hardship and perseverance against all odds. The point was to make viewers feel inspired, in awe, a little sad and ultimately victorious.
You don’t need to have millions of dollars to evoke emotion in an audience. A thoughtful landing page or comedic URL can generate the same emotional pull for consumers. Better yet, a website with a provocative domain name can last far beyond the one-night-only game.
Super Bowl Ads are Something New
Until Apple shook the world with its iconic 1984 ad, Super Bowl commercials were usually repeat content from day-to-day TV spots. The reason why Super Bowl ads generate such a buzz these days is that they are wholly new concepts that often employ edgy marketing tactics in order to be memorable.
It’s easy to be that “something new” with strategic branding behind your content. You’ve seen .com, .org and other generic .xyz domains all over the internet, but a domain like .SUCKS doesn’t just make a statement, it shouts it from a rooftop.
Super Bowl Ads Generate Brand Awareness
Super Bowl ads are designed to have that “WOW” factor. They create conversation and stick in people’s brains. 84 Lumber used its 2017 “The Journey Begins” ad to boost brand awareness of their company. After the ad aired, they were trending #4 on Twitter and #1 on YouTube.
Unfortunately, only 10% of consumers remember the average Super Bowl ad and can recall the brand advertised. Therefore, wouldn’t it be better to invest less money in something that lasts much, much longer? A .SUCKS domain is forever. You can even host video content on your homepage or link out to YouTube to make sure customers are still getting that visual appeal.
What About Sales?
In truth, Super Bowl ads are not overly successful. According to research conducted into the ROI of a Super Bowl ad, 80% of Super Bowl ads fail to change a consumers opinion of a brand. In this way, the effectiveness of a Super Bowl ad sits at a 1-in-5 success ratio—not a great result considering the time, energy and money that goes into each commercial’s creation.
A custom domain name gives you an opportunity to offer customers a more interactive experience, which may lead to a higher ROI. Present a digital coupon or offer, compel them to sign up for a newsletter to stay informed on upcoming deals. When you have people’s attention, use it well.
The Takeaway
The Super Bowl is, undoubtedly, a big deal, but the exponential costs associated with getting yourself a slice of the pie is a pretty big hurdle to jump. A custom domain can accomplish just as much if you focus on your company’s most important goals. You can make an emotional impact, which would work well for a charity or cause, or you can be something new and fresh, which is the ideal angle for any startup. Regardless of where you want to be, .SUCKS can help get you there.
If you want to get the exposure of a Super Bowl ad without the hefty price tag, consider how a .SUCKS domain can help you take your message to the masses.
Photo Credits: Shutterstock / Mooshny, Shutterstock / aodaodaodaod
